Centennial Barn Social Media Class - Week 3

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Centennial Barn Social Media Class - Week 3

  1. 1. Class 3
  2. 2. <ul><ul><li>Drives Traffic – engaging content encourages linking </li></ul></ul><ul><ul><li>Reputation Management – a great listening tool </li></ul></ul><ul><ul><li>Brand Recognition </li></ul></ul><ul><ul><li>Blended Results – your content on other sites gets ranked, other content types appear in Search Engine Results </li></ul></ul>
  3. 3. <ul><li>You must be willing and able to engage </li></ul><ul><li>Requires constant attention and interaction </li></ul><ul><li>Honest/Authentic message </li></ul><ul><li>Conversation not Conversion </li></ul><ul><li>Interacting not Advertising </li></ul>
  4. 5. <ul><ul><li>Useful Research Sites and Tools </li></ul></ul><ul><ul><li>WhosTalkin.com </li></ul></ul><ul><ul><li>SocialMention.com </li></ul></ul><ul><ul><li>Technorati.com </li></ul></ul><ul><ul><li>blogsearch.google.com </li></ul></ul><ul><ul><li>BlogPulse.com </li></ul></ul><ul><ul><li>Keotag.com </li></ul></ul><ul><ul><li>BoardTracker.com </li></ul></ul><ul><ul><li>BoardReader.com </li></ul></ul><ul><ul><li>search.Twitter.com </li></ul></ul><ul><ul><li>Monitter.com </li></ul></ul>
  5. 6. <ul><li>setup RSS feeds </li></ul><ul><li>setup Google alerts http://www.google.com/alerts </li></ul><ul><li>No more Google Realtime Results… for now. </li></ul>
  6. 7. <ul><ul><li>Find Your Market </li></ul></ul><ul><ul><li>Find Your Voice </li></ul></ul><ul><ul><li>Define Goals </li></ul></ul>
  7. 8. <ul><ul><li>Find Your Market What are they saying about: </li></ul></ul><ul><ul><ul><li>Your brand </li></ul></ul></ul><ul><ul><ul><li>Products/Services in general </li></ul></ul></ul><ul><ul><ul><li>The industry </li></ul></ul></ul><ul><ul><ul><li>Your competition </li></ul></ul></ul><ul><ul><ul><li>Their problems, complaints </li></ul></ul></ul><ul><ul><ul><li>Their hopes, dreams, what makes them happy </li></ul></ul></ul><ul><ul><li>Find Your Voice </li></ul></ul><ul><ul><li>Define Goals </li></ul></ul>
  8. 9. <ul><ul><li>Find Your Market </li></ul></ul><ul><ul><li>Find Your Voice </li></ul></ul><ul><ul><ul><li>Humor </li></ul></ul></ul><ul><ul><ul><li>Controversy </li></ul></ul></ul><ul><ul><ul><li>Information </li></ul></ul></ul><ul><ul><ul><li>Educational </li></ul></ul></ul><ul><ul><li>Define Goals </li></ul></ul>
  9. 10. <ul><ul><li>Find Your Market </li></ul></ul><ul><ul><li>Find Your Voice </li></ul></ul><ul><ul><li>Define Goals </li></ul></ul><ul><ul><ul><li>Improve reputation </li></ul></ul></ul><ul><ul><ul><li>Increase sales </li></ul></ul></ul><ul><ul><ul><li>Increase visits/traffic </li></ul></ul></ul><ul><ul><ul><li>Increase leads </li></ul></ul></ul><ul><ul><ul><li>Generate awareness </li></ul></ul></ul><ul><ul><ul><li>Build relationships </li></ul></ul></ul><ul><ul><ul><li>Build trust </li></ul></ul></ul><ul><ul><ul><li>Focus groups </li></ul></ul></ul><ul><ul><ul><li>Combat negative comments </li></ul></ul></ul><ul><ul><ul><li>Customer service </li></ul></ul></ul>
  10. 11. <ul><li>Focus on goals </li></ul><ul><li>Who and How Often: Schedule </li></ul><ul><li>Join Conversation First, Then Convert Them </li></ul>
  11. 12. <ul><ul><li>Who? </li></ul></ul><ul><ul><ul><li>One or more people? </li></ul></ul></ul><ul><ul><ul><li>Who will it come from? </li></ul></ul></ul><ul><ul><ul><li>Who will be the admin? </li></ul></ul></ul><ul><ul><ul><li>Use internal resources </li></ul></ul></ul><ul><ul><li>How often? </li></ul></ul><ul><ul><ul><li>Set a schedule and stick to it </li></ul></ul></ul><ul><ul><ul><li>What is natural? </li></ul></ul></ul><ul><ul><ul><li>93% of marketers use social media, 58% 6 hours or more </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><ul><li>twuffer.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>HootSuite.com </li></ul></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><ul><li>Socialoomph.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>sendible.com </li></ul></ul></ul></ul>
  12. 13. <ul><ul><li>Features </li></ul></ul><ul><ul><ul><li>Know the basic commands (hashtag, retweet, like, etc.) </li></ul></ul></ul><ul><ul><ul><li>Create custom apps </li></ul></ul></ul><ul><ul><ul><li>Hide time wasting apps </li></ul></ul></ul><ul><ul><li>Know how to login, post updates, act as PAGE </li></ul></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><ul><li>Don't spam </li></ul></ul></ul><ul><ul><ul><li>Create social media policy (rules and ethics) </li></ul></ul></ul><ul><ul><ul><li>Don't retweet too much </li></ul></ul></ul><ul><ul><ul><li>Remember to use keywords </li></ul></ul></ul><ul><ul><ul><li>Create content that is useful </li></ul></ul></ul><ul><ul><ul><li>Share useful links </li></ul></ul></ul><ul><ul><ul><li>Establish a relationship, don't just give the sales pitch </li></ul></ul></ul>
  13. 15. <ul><li>Social Media Sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Yahoo! Answers </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Niche Sites </li></ul></ul><ul><ul><li>Start your own social network – Ning.com </li></ul></ul>
  14. 16. <ul><ul><li>knowem.com or namechk.com </li></ul></ul><ul><ul><li>Create keyword rich and interesting profiles so you appear in more searches </li></ul></ul><ul><ul><li>Use your brand and/or keywords as your username </li></ul></ul><ul><ul><li>Create custom backgrounds and avatars </li></ul></ul><ul><ul><li>Setup tracking on all accounts, where possible, and track initiatives </li></ul></ul>
  15. 17. <ul><ul><li>HootSuite </li></ul></ul><ul><ul><li>TweetDeck </li></ul></ul><ul><ul><li>Phone Apps </li></ul></ul><ul><ul><ul><li>TweetDeck </li></ul></ul></ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul><ul><ul><ul><li>QR Code Scanners </li></ul></ul></ul><ul><ul><ul><li>Network Specific (Facebook, Twitter, LinkedIn) </li></ul></ul></ul><ul><ul><li>cotweet.com </li></ul></ul>
  16. 18. <ul><li>General Tips </li></ul><ul><ul><li>Share with existing friends </li></ul></ul><ul><ul><li>Reciprocal befriending </li></ul></ul><ul><ul><li>Send email invite </li></ul></ul><ul><ul><li>Be interesting </li></ul></ul><ul><ul><li>Deliver value </li></ul></ul><ul><ul><li>Follow industry leaders </li></ul></ul><ul><ul><li>Link to your profiles </li></ul></ul><ul><ul><li>Add “Like” button http://developers.facebook.com </li></ul></ul>
  17. 19. <ul><ul><li>Product announcements </li></ul></ul><ul><ul><li>Sell – share coupon codes/links </li></ul></ul><ul><ul><li>Talk around the brand </li></ul></ul><ul><ul><li>Cutting edge news </li></ul></ul><ul><ul><li>Contests – RT for a chance to win </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Listen and respond </li></ul></ul><ul><ul><li>Industry specific humor </li></ul></ul><ul><ul><li>Periodic tips </li></ul></ul><ul><ul><li>Seasonal tips/info </li></ul></ul>
  18. 20. <ul><li>Setup RSS feeds to show mentions of brand </li></ul><ul><li>Setup Google Alerts </li></ul><ul><li>Most social media sites have a metrics tool </li></ul><ul><li>bit.ly </li></ul><ul><li>Google Analytics </li></ul>
  19. 21. <ul><li>Don’t focus on proving direct ROI </li></ul><ul><li>Benefits are often secondary or tertiary </li></ul><ul><li>Focus on interaction, value of content, not numbers </li></ul><ul><li>Focus on Branding </li></ul><ul><li>Measure actions, not just size of network </li></ul><ul><li>Track your time/costs </li></ul>
  20. 22. <ul><ul><li>Baseline Data </li></ul></ul><ul><ul><ul><li>How many fans, followers, bookmarks, etc. </li></ul></ul></ul><ul><ul><ul><li>Search Engine rankings </li></ul></ul></ul><ul><ul><ul><li>Referrers </li></ul></ul></ul><ul><ul><ul><li>Number of meaningful comments/interactions </li></ul></ul></ul><ul><ul><ul><li>Subscribers & Interactions </li></ul></ul></ul><ul><ul><li>Interaction – are users engaging in a conversation? </li></ul></ul><ul><ul><ul><li>Twitter: retweets, answering questions, driving traffic to site, increasing followers? </li></ul></ul></ul><ul><ul><ul><li>Facebook: likes, comments, wall posts, mentions? </li></ul></ul></ul><ul><ul><ul><li>YouTube: views, comments, embeds? </li></ul></ul></ul><ul><ul><li>Conversions – are your sales, leads, etc. increasing? </li></ul></ul><ul><ul><li>Rankings – increasing, adding to the long tail? </li></ul></ul><ul><ul><li>Retention rates, Repeat business </li></ul></ul>
  21. 24. <ul><li>Create a presence </li></ul><ul><ul><li>Personal Profile </li></ul></ul><ul><ul><ul><li>No Commercial Activity </li></ul></ul></ul><ul><ul><li>Facebook Group </li></ul></ul><ul><ul><ul><li>For a quick discussion, or attracting quick attention </li></ul></ul></ul><ul><ul><ul><li>Main benefit: you can direct message your members </li></ul></ul></ul><ul><ul><ul><li>Not indexed by search engines </li></ul></ul></ul><ul><ul><li>Facebook Page </li></ul></ul><ul><ul><ul><li>For long term relationships </li></ul></ul></ul><ul><ul><ul><li>Multiple admins allowed </li></ul></ul></ul><ul><ul><ul><li>Indexed by search engines </li></ul></ul></ul><ul><ul><ul><li>http://www.facebook.com/pages/create.php </li></ul></ul></ul>
  22. 25. <ul><ul><li>Add Applications: Facebook.com/apps </li></ul></ul><ul><ul><li>Vanity URL: Facebook.com/username (need 25 likes) </li></ul></ul><ul><ul><li>Export updates to Twitter: Facebook.com/twitter </li></ul></ul><ul><ul><li>Import Blog: Social RSS </li></ul></ul>
  23. 26. <ul><ul><li>Be searchable – consider setting profile to public </li></ul></ul><ul><ul><li>Control who sees what with Friend Groups and Custom Privacy Settings Account > Edit Friends > Create a List Account > Privacy Settings > Customize Settings </li></ul></ul><ul><ul><li>Connect with industry leaders/influencers </li></ul></ul><ul><ul><li>Join groups in your market/network </li></ul></ul><ul><ul><li>Follow limits - 5000 friends, unlimited fans </li></ul></ul>
  24. 27. <ul><li>Link/Logo on site </li></ul><ul><li>Link/Logo in email signature, print materials </li></ul><ul><li>Send Email Request </li></ul><ul><li>Act as page, interact on other pages </li></ul><ul><li>“ Like” other pages/content, as company </li></ul>
  25. 28. <ul><li>How to leverage Facebook: </li></ul><ul><li>Brand awareness </li></ul><ul><li>Lead generation </li></ul><ul><li>Introduce a product or campaign </li></ul><ul><li>Improve reputation </li></ul><ul><li>Collect data/content </li></ul><ul><li>Keep an ongoing dialogue </li></ul>
  26. 29. <ul><li>How to do it, and Drive more traffic: </li></ul><ul><li>Run promotions </li></ul><ul><li>Create polls </li></ul><ul><li>Extend the page with custom applications http://developers.facebook.com/ </li></ul><ul><li>If a user interacts with your page, it shows up on their “wall” = free advertising </li></ul><ul><li>Allow fans to upload photos </li></ul><ul><li>Create events that users can RSVP to </li></ul><ul><li>Best times for business use: Tuesday & Wednesday (yours may vary) </li></ul>
  27. 30. <ul><li>Choose username </li></ul><ul><li>Create an avatar </li></ul><ul><li>Custom background </li></ul><ul><li>Use keywords in your description so other users can find / follow you </li></ul>
  28. 31. <ul><li>Add Twitter searches to your RSS Feed Monitor your reputation, keywords, industry </li></ul><ul><ul><li>Go to search.twitter.com </li></ul></ul><ul><ul><li>Type in a keyword </li></ul></ul><ul><ul><li>Upper right corner -click “Feed for this query” </li></ul></ul><ul><ul><li>Add to iGoogle Homepage, Google Reader or other RSS Feed Reader (in your browser settings) </li></ul></ul>
  29. 32. <ul><ul><li>Use various tools to find Twitter users to follow </li></ul></ul><ul><ul><ul><li>twellow.com </li></ul></ul></ul><ul><ul><ul><li>Twitter search “Who to Follow” </li></ul></ul></ul><ul><ul><li>Follow well known Twitter users </li></ul></ul><ul><ul><li>Twitter lists </li></ul></ul><ul><ul><li>Follow people that engage and influence </li></ul></ul><ul><ul><li>Who do the industry leaders follow or RT or mention frequently? </li></ul></ul><ul><ul><li>Block “Adult” accounts that follow you – they can damage credibility </li></ul></ul><ul><ul><li>Follow back those that follow you </li></ul></ul><ul><ul><li>Don’t auto follow everyone back </li></ul></ul><ul><ul><li>If you follow too many people, it can be too noisy </li></ul></ul><ul><ul><li>Follow who your network is following </li></ul></ul><ul><ul><li>Find local users: Cincinnati Twitter List/Database </li></ul></ul>
  30. 33. <ul><ul><li>Twitter Commands </li></ul></ul><ul><ul><ul><li>#hashtags </li></ul></ul></ul><ul><ul><ul><li>@replies </li></ul></ul></ul><ul><ul><ul><li>RT’s (Retweets) </li></ul></ul></ul><ul><ul><li>Use your account </li></ul></ul><ul><ul><ul><li>Who’s retweeting your content? </li></ul></ul></ul><ul><ul><ul><li>Who’s mentioned you? </li></ul></ul></ul><ul><ul><li>Trending topics – what’s hot? </li></ul></ul><ul><ul><li>Add Retweet Button to your blog / other content http://tweetmeme.com/about/retweet_button </li></ul></ul>
  31. 34. <ul><ul><li>Leave space at end for retweets </li></ul></ul><ul><ul><li>Hashtags </li></ul></ul><ul><ul><ul><li>#Followfriday </li></ul></ul></ul><ul><ul><ul><li>Virtually attend an event </li></ul></ul></ul><ul><ul><ul><li>Use of hashtags makes you look like a fluent tweeter </li></ul></ul></ul><ul><ul><li>Block spammers, or report to @spam on Twitter </li></ul></ul><ul><ul><li>Retweet feature shows you who Retweeted </li></ul></ul>
  32. 35. <ul><li>Product testing </li></ul><ul><li>Create an online persona </li></ul><ul><li>Be entertaining </li></ul><ul><li>Respond within 24 hours </li></ul><ul><li>Post links to your content </li></ul><ul><li>People love lists </li></ul><ul><li>Use trending keywords </li></ul><ul><li>Contests, prizes are often shared </li></ul><ul><li>Allow users to share </li></ul><ul><li>Launch a help center </li></ul>
  33. 36. <ul><li>Add Company Profile: linkedin.com/companies </li></ul><ul><li>Get recommendations </li></ul><ul><li>Customize your links to draw interest </li></ul><ul><li>Can share updates on Twitter and vice versa </li></ul><ul><li>Custom URL </li></ul><ul><li>Add applications </li></ul>
  34. 37. <ul><li>Import contact list </li></ul><ul><li>Send invites </li></ul><ul><li>Connect to everyone you know </li></ul><ul><li>Business cards at networking events? Look them up or invite! </li></ul><ul><li>Follow up with custom request </li></ul><ul><li>Join groups and connect </li></ul><ul><li>Join Q&A </li></ul><ul><li>Email blast </li></ul>
  35. 38. <ul><li>Career/job postings </li></ul><ul><li>Start discussions </li></ul><ul><li>Status updates show in email messages </li></ul><ul><li>events.linkedin.com </li></ul><ul><li>Join groups and contribute to Q&A </li></ul>
  36. 39. <ul><ul><li>Create Company Channel </li></ul></ul><ul><ul><li>How to Rank Higher: </li></ul></ul><ul><ul><ul><li>Likes </li></ul></ul></ul><ul><ul><ul><li>Views </li></ul></ul></ul><ul><ul><ul><li>Keyword relevance </li></ul></ul></ul><ul><ul><li>Choose a good thumbnail </li></ul></ul><ul><ul><li>Use Tags </li></ul></ul>
  37. 40. <ul><li>Network within YouTube </li></ul><ul><li>Embed on Facebook </li></ul><ul><li>Add Annotations </li></ul><ul><ul><li>Gain Subscribers </li></ul></ul><ul><ul><li>Link to other content </li></ul></ul><ul><li>Add link to email signature, print, site, etc. </li></ul><ul><li>Embed video in Email signature </li></ul><ul><li>Embed video on site </li></ul>
  38. 41. <ul><li>Not for Advertisements. Don’t post commercials, unless viral </li></ul><ul><li>Google uses voice recognition technology so make sure it’s clear </li></ul><ul><li>Create relevant, unique, informative content </li></ul><ul><li>Less than 5 minutes is generally a good rule </li></ul><ul><li>Link to video from your site with keywords in the link text. </li></ul><ul><li>Surrounding HTML should be descriptive and keyword rich. </li></ul><ul><li>Keyword rich descriptions in video title, in the tags in YouTube, etc. </li></ul><ul><li>Use the word “video” as a keyword in these tags as well. </li></ul><ul><li>Brand your video. </li></ul><ul><li>Enable sharing and allow people to embed your video on their sites </li></ul>
  39. 42. <ul><ul><li>Tag everything with your keywords and web site </li></ul></ul><ul><ul><li>Use your web site as your Flickr screen name </li></ul></ul><ul><ul><li>Create Galleries </li></ul></ul>
  40. 43. <ul><ul><li>Join groups & post photos http://www.flickr.com/groups/ </li></ul></ul><ul><ul><li>Comment on other photos & link back to your site where relevant </li></ul></ul><ul><ul><li>GeoTag Content http://www.flickr.com/places/ </li></ul></ul><ul><ul><li>Embed Flickr stream on your site </li></ul></ul>
  41. 44. <ul><ul><li>Post your photos & use Creative Commons licensing </li></ul></ul><ul><ul><ul><li>Allows others to use as long as they give you credit </li></ul></ul></ul><ul><ul><ul><li>Credit = link to your Flickr account </li></ul></ul></ul><ul><ul><ul><li>Post links to your site in your tags on your photos </li></ul></ul></ul><ul><ul><li>Look for photos in Flickr that you can use on your own site </li></ul></ul><ul><ul><ul><li>Embed in your blog post, article, or other content </li></ul></ul></ul><ul><ul><ul><li>Let the photographer know you used their photo </li></ul></ul></ul><ul><ul><ul><li>Add comment on their photo with link to your article, blog, etc. </li></ul></ul></ul><ul><ul><ul><li>Photographer may even brag about it and link to you! </li></ul></ul></ul><ul><ul><ul><li>Try to engage the user who posted the photo as well </li></ul></ul></ul>
  42. 45. <ul><ul><li>On Site </li></ul></ul><ul><ul><ul><li>Social bookmarking </li></ul></ul></ul><ul><ul><ul><li>ShareThis </li></ul></ul></ul><ul><ul><li>Off Site </li></ul></ul><ul><ul><ul><li>Business Cards </li></ul></ul></ul><ul><ul><ul><li>Radio, TV, Traditional </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>QR Codes </li></ul></ul></ul>
  43. 46. <ul><li>Don’t Spam </li></ul><ul><li>Be Respectful & Friendly </li></ul><ul><li>It’s OK to be a “Real” Person </li></ul><ul><li>Provide Quality Content – The purpose of these sites is to share relevant content. </li></ul><ul><li>You’re there to establish a relationship, not just to make a sales pitch. </li></ul><ul><li>Social Media Policy – many companies are implementing these now. </li></ul><ul><li>Use your “What if my mother saw this?” filter </li></ul>
  44. 47. <ul><li>Class 4: Advanced Digital Strategies, Metrics Analysis, and Open Q&A </li></ul><ul><li>Bring Your Questions! </li></ul><ul><li>[email_address] </li></ul>

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